Cross-Platform Attribution Analysis

When comparing ad platforms (Google, Meta, LinkedIn, StackAdapt, etc.) with CRM data (HubSpot, Salesforce, Attio), follow these rules to avoid wrong conclusions. The #1 failure mode is treating CRM attribution as ground truth for ad-platform performance — they measure different things.

Data Interpretation Rules

1. Ad platform conversions ≠ CRM attribution

• Ad platforms track conversions via their own pixel/SDK (view-through + click-through).
• CRM tracks attribution via UTM parameters and form fills.
• These are different systems with different data.
• A campaign can have 71 conversions in StackAdapt but 0 attributed leads in HubSpot if UTM tracking is broken — that is an attribution problem, not a campaign problem.

2. Campaign status accuracy